Nice one. Was waiting for this to drop.

yes! thats 2 ordered for the kitchen units! HEAT!!!

Pretty sure this is very similar. Plenty of other options available if you need longer:
https://www.amazon.co.uk/gp/product/B0197WZ2MC/ref=oh_aui_detailpage_o00_s01?ie=UTF8&psc=1

http://www.diy.com/departments/philips-hue-led-smart-light-strips-extension-pack-1-metre/1268149_BQ.prd

Price drop here any good?

Please tell me what is different, apart from the fancy branding and bridge compatibility.
https://www.amazon.co.uk/NICEKER-5050-Strip-Lights-Built-/dp/B01L71K0BE/ref=sr_1_4?s=electronics&ie=UTF8&qid=1480033502&sr=1-4&keywords=LED+Light+Strip

Pretty good at £14

You can't control them through IFTTT or Alexa or anything other than that remote or an IR remote. People who buy this aren't looking for an alternative, they're buying it so they can automate their house.

Actually, you could connect to a raspberry pi emulating wemo meaning you could easily use your phone to turn on/off and having it controlled by the echo. But it'll be messy, take time to program and if you're like me you'll lose interest after a few days.